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The origin of the formula is from Mike_Singletary

"But right now, we've got to figure out the formula. Our formula.
Our formula is this: We go out, we hit people in the mouth, number one.
Number two: We are not a charity. We cannot give them the game."

Mike Singletary's first press conference as 49ers Head Coach

Mike Singletary's first press conference as 49ers Head Coach

The "hitting people in the mouth" might be related to the concept of a "smashmouth offense" which is an offensive system that relies on a strong running game, where most of the plays run by the offense are handoffs to the fullback or tailback. https://en.wikipedia.org/wiki/Smashmouth_offense

A full transcript is here :http://www.hark.com/clips/pkqhdpglqz-mike-singletary-press-conference